Research on Spillover Effect of Paid Search Advertising Channels

摘要：

　　With thediversification of paid search advertising channels, e-commerce enterprises are paying more and more attention on how to evaluate the effectiveness of different paid search advertising channels correctly and accurately to choose the optimal advertising channel or channels.We develop a multivariate time series model to investigate the spillover effect of paid search advertising channels based on the ad click-through rate and conversion rate, and calibrate the model using an e-commerce sites web log data.We determine the long-term equilibrium relationship between each channels advertisement clicks through the co-integration test and evaluate the effect of short-term fluctuations in the interaction between each channel advertisement clicks through the vector error correction model.Based on the empirical results, this paper puts forward suggestions on the advertising strategy of this e-commerce website.

关键词： spillover effect paid search advertising channel co-integration vector error correction model time series model

作者: Chaofan Yang Li Li Ruibo Yao

作者单位: School of Economics and Management, Nanjing University of Science and Technology, Nanjing,210094, Ch Focus Technology Co., Ltd., 210061

会议类型: 国际会议

会议名称: The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 476-483

在线出版日期: 2018-05-25（万方平台首次上网日期，不代表论文的发表时间）